CHAMBLY, QC, Nov. 29, 2012 /CNW Telbec/ - Where will you be when the clock strikes the end of the world? According to the Mayan calendar, the world as we know it will come to an end on December 21st, 2012. And if that's the case, there isn't much we can do about it, so we might as well have some fun! And as Unibroue has a beer that's perfect for any special occasion that just happens to be called La Fin du Monde (which means the end of the world — literally), the Quebec brewery couldn't resist getting people across North America to raise one last toast to the end of the world on December 20th, as the clock counts down to midnight!
Far from giving credence to pessimistic apocalyptic predictions, Unibroue has decided to poke fun at them by creating www.lafindumondeday.com, a Web site where consumers are invited to take part in a unique milestone in the history of the world, by solemnly pledging to raise their glass amongst friends at the stroke of midnight on December 20th, for one last toast to the end of the world. "What a perfect opportunity to get more people to discover La Fin du Monde," says Patricia Gagnon, National Brand Manager at Unibroue. "That's why we'll be offering a first: for a limited time, La Fin du Monde will be available on tap in 178 participating establishments across North America."
La Fin du Monde has earned more medals and awards, including some of the world's highest honours, than any other Canadian beer and is Unibroue's most popular beer in the U.S. This Belgian-style Triple ale, bottle conditioned, much like the Trappist monks used to make, is now not only offered on tap but also keg conditioned, using a technique that requires great expertise. This exceptional and exceedingly rare method is the result of a savoir-faire unique in North America.
This gorgeous ale with creamy white foam and fine bubbles has a floral bouquet, with hints of honey, spices, coriander, malt and alcohol. La Fin du Monde is a well balanced beer with a pleasantly long finish, perfect for pairing with blue cheeses, mussels or venison.
Opening on a countdown clock that is sure to bring a smile to all its visitors, www.lafindumondeday.com is the Web site where all La Fin du Monde fans can get together in a pledge to raise one last toast, to buy T-shirts for the occasion, and to find local establishments where they can gather, on December 20th. La Fin du Monde fans can also gather at home with their friends to follow the countdown to the end of the world by logging onto www.lafindumondeday.com - after all, if we're all going to go, might as well have fun doing it!
Created in 1991, Unibroue is the leading craft brewery in Quebec and among the foremost craft breweries in North America. It brews more than 15 beer brands and has won over 192 international medals since its inception. Unibroue is headquartered in Chambly and has eight warehouses in Quebec. Its nearly 300 employees work in production, distribution, sales and marketing, and administration. For more information about Unibroue, please visit www.unibroue.com.
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Martine Geoffrion, DDMG Communications | 514 894-1703 | [email protected]